Filipino micro, small, and medium enterprises (MSMEs) are scaling up in the digital marketplace through TikTok Shop’s ASEAN Supporting Our Retailers and Artisans (SOAR) Together Program.
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Since its launch, 50 MSMEs across Southeast Asia have joined the program, including eight from the Philippines. Among them are Anthologie, Kape Lumad, and MAGWAI — three homegrown brands now turning online engagement into sustainable growth.
Anthologie: Showcasing Artisan Craftsmanship
Founded by Logie Tonacao, Anthologie produces handwoven scarves and accessories with women artisans, preserving traditional weaving while reimagining it for modern consumers.
“Our focus has always been on affordable, locally made products and supporting women artisans in our communities,” said Tonacao. “With the ASEAN SOAR Together initiative, we’ve discovered how to use TikTok to tell these stories in ways that inspire younger consumers, while also learning practical skills in digital marketing and content optimization.”
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Kape Lumad: Brewing Indigenous Traditions
Kape Lumad, co-founded by John Ryan Loyloy, works with Lumad farmers in Bukidnon to produce coffee blends rooted in indigenous heritage.
“Our mission has always been to uplift the Lumad farming communities in Bukidnon while offering high-quality, unique coffee products,” said Loyloy. “The program helped us realize the power of targeted digital engagement on TikTok Shop and provided practical tools to connect with our audience. Now, we are better positioned to expand beyond our local community and reach national and international audiences.”
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MAGWAI: Championing Sustainable Living
MAGWAI, co-founded by Mafel Tamayo, creates reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels.
“One of the biggest challenges we’ve faced is encouraging consumers to try new, more sustainable products,” said Tamayo. “The program has been a game-changer, helping us unlock TikTok Shop as a key platform to reach our target audience, engage with them authentically, and even explore live selling. We’re now confident in growing TikTok Shop as a major sales and engagement channel, while staying true to our brand identity.”
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Empowering Filipino Entrepreneurs
The program highlights TikTok Shop’s commitment to building a stronger MSME sector in the region. “TikTok Shop aims to empower entrepreneurs with knowledge, tools, and insights to grow sustainable businesses in the digital economy,” said Chanida Klyphun, Director of Southeast Asia Public Policy, TikTok.
Through its partnership with the ASEAN Foundation and ASEAN Business Advisory Council, the SOAR Together Program provides training, digital challenges, and regional showcase opportunities. Top performers may receive up to USD 1,000 in TikTok advertising credits and exposure at regional events, including the ASEAN Business and Investment Summit 2025.
Discover more inspiring stories of Filipino innovation and entrepreneurship by visiting GoodNewsPilipinas.com.
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